HOW MUCH DOES WEBSITE CONTENT IMPACT
LOCAL RANKINGS?

Our hypothesis is that leveraging a website with duplicate content, alongside a Google My Business (GMB) listing that has been repositioned from a different business category without optimizing the listing’s additional elements, can still significantly influence local search engine results page (SERP) relevance for specific service keywords, in this case, “social media”. We theorize that by interlinking the GMB listing with the website and syndicating content across social media platforms, Google’s local algorithm can extract and understand the brand’s relevance to these specific services from the website’s content, including service pages and blog categories, despite the content’s duplicity and the absence of targeted backlinks. This strategy is expected to enhance the GMB listing’s visibility and relevance in local searches for the targeted service keyword. However, we anticipate that the initial improvements in impressions and clicks will plateau without the continuous addition of new content, suggesting that while duplicate content can initially drive relevance and visibility, sustained progress may require the introduction of unique content to further boost and maintain SERP performance.

We used an old test site we’ve talked about previously, mymarketer.online, that we created with 100% duplicate content in February 2020. We also created a GMB listing for it, but the GMB listing was not created new. This listing was repositioned from an old loan company. We changed the name, phone number, and category, but left everything else on the listing unoptimized. The site had no previous relevance to marketing, so we were starting with a clean slate…

-----------
Get the whole report and keep reading for free!
Sign Up or Login